This document discusses addressing buyer concerns and objections in the sales process. It identifies five major types of sales resistance prospects may have, including lack of need, issues with the product/service, concerns about the company, price objections, and time delays. The document outlines techniques for responding to each type of objection, such as providing evidence of need, addressing product concerns factually, using third party endorsements to alleviate company concerns, offering payment options to overcome price objections, and proposing flexible solutions for time objections. Overall, the key is anticipating objections, understanding the prospects' perspective, and having persuasive responses to earn their commitment.